Display Advertising and Programmatic Marketing Questions

Comprehensive knowledge of display advertising and the digital advertising ecosystem, including how inventory is bought and sold and how programmatic buying operates. Candidates should be able to explain programmatic channels such as open auction, private marketplace, and programmatic direct, and describe the roles and interactions of demand side platforms, supply side platforms, ad exchanges, ad networks, and ad servers. Understand common ad formats including banner ads, video ads, native ads, rich media, and connected television, and the creative considerations for each, including dynamic creative optimization and split testing. Cover audience targeting approaches such as contextual targeting, behavioral targeting, demographic targeting, first party data and third party data usage, lookalike modeling, segmentation, retargeting strategies, frequency capping, and cross device targeting. Be prepared to discuss campaign strategy and operations including campaign setup, budget pacing, bid strategies, floor pricing, header bidding, and integration with walled gardens. Measurement and optimization topics should include impressions, click through rate, view through rate, reach and frequency, conversion tracking, cost per thousand impressions, cost per click, cost per acquisition, return on ad spend, key performance indicators, attribution approaches such as last click and multi touch attribution, viewability, brand safety, fraud detection and verification, and lift testing. Finally, address privacy and identity implications such as cookie deprecation, first party identity solutions, consent management, general data protection regulation, and California consumer privacy act, and explain how display supports upper funnel goals such as brand awareness and consideration and how to measure and optimize toward those objectives.